Wellness, landscape and communication. The introduction of the generative communication in the Rural Development Programme ‘14-’20 of Tuscany Region

This essay deals with the concepts of wellness and landscape, analyzing the role of landscape in defining the life quality of rural areas inhabitants on the base of the results of the “Scientific collaboration between Communication Strategies Lab (CSL) of the University of Florence and Tuscany Region for the introduction of generative communication in the Rural Development Programme 2014-2020”. The scientific collaboration represented a valuable opportunity to study and test communication strategies in order to improve life quality in rural areas, and to confirm the generative communication paradigm (Toschi 2011) as an operative model that is able to promote circular relations between man and its territory